Lloyd’s of London
Building solid foundations of heritage and trust for an insurance icon.
Lloyd’s of London are the world’s oldest marketplace for underwriting and brokering insurance. They were known for stability and dependability, however they had experienced a period of turmoil which had eroded this trust in the brand.
Challenge
‘Steady the ship’ with a new strategy and identity to rebuild trust and plot a course for the future. The original logotype from 1984 had united Lloyd’s behind a single identity. It was understated and respectable, but was also considered to be “spidery”, “recessive” and “old-fashioned”. By 1996 it was time for a refresh.
Solution
To illustrate the solid foundations on which Lloyd’s had grown we added a solid gold underline to our redrawn, bolder typography. To underscore the international scope of the business we removed the words ‘Lloyd’s of London’ from the logo and developed a brand architecture system for interactions with underwriters, brokers and insurance agents. We also created an ‘evolutionary time-line’ which plotted the future creative direction for the logo.
Outcome
Our work helped to stabilise Lloyd’s of London and provided a strategic direction still in use today.
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